Amazon’s big Prime Day pitch is its AI assistant. Is it working?

As Amazon pushes Rufus and Alexa deeper into online shopping, early data suggests AI is driving sales. But shoppers may be using the tools more to fact-check deals than to hand over control.

[Photo Illustration by Thomas Fuller/SOPA Images/LightRocket via Getty Images]

BY Chris Stokel-Walker

It’s a big moment for Amazon. The online retail giant’s misnamed Prime Day, which actually stretches across half a week and ends June 26, is in full swing, with blockbuster discounts on a vast swathe of products.

But rather than leaving shoppers to click, compare, and hunt for deals on their own, Amazon is pushing its........

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